IFARM TEAM3 FINAL PRESENTATION #00-072 SENSORBED Inventor: Steven Woodward iFarm Team: Lei Ray Zhong Mentors: David Tylor, Bill Thatcher OTL Associates: Joseph Koepnick, Anne Kopf-Sill 5/17/2016
IFARM TEAM3 FINAL PRESENTATION#00-072 SENSORBED
Inventor: Steven Woodward
iFarm Team: Lei Ray Zhong
Mentors: David Tylor, Bill Thatcher
OTL Associates: Joseph Koepnick, Anne Kopf-Sill
5/17/2016
KEY FINDINGS
• Crowded space with large market potential
• ‘The gift wrapping matters as much as the present inside.’
• Try to differentiate
SENSORBED-TECHNOLOGY BACKGROUND
• Cardiac activity
• Respiration
• Snoring
• MovementData presentation
Accelerometers
Mattress cover
Signal processing
PORTER’S MODEL OF INDUSTRY ANALYSIS
New Entry threat
Rivalry
Buyer power:
Supplier power: Substitute threat:
MEDIUM. numerous players; fast industry growth
MEDIUM. undifferentiated product;proprietary technology
MEDIUM. high switch cost;better/cheaper product
LOW. many suppliers; price sensitive and educated buyer
LOW. large consumer population;high consumer switching cost
SWOT ANALYSIS
Strength Weakness
Opportunities Threats
market; inventor; product
patent; design; user target; differentiation
new patent; design; functionality
crowded space; willingness to pay
COMPETITIVE LANDSCAPE
Patent Price Status Notable Features
Zeo Bedside $149 Out of business Smart clock with sleep monitoring
Beddit Sleep Monitor
$99 Basic$149 Smart
Available now Sleep monitoring stripMisfit Wearables, Inc
Eight Cover $269 King$249 Queen
Pre-order Smart bed coverTemperature in bedBedroom control
CASE STUDY-ZEO, INC.
• 2003-2013
• Data failed to catalyze better wellness
• Failed to reach mainstream consumers
• Pool data visualization
• SO
• To make motivating data presentation
• To make advice personalized
POTENTIAL LICENSEE/PARTNER
• General consumer market
• Mattress/furnishings: Casper, Sealy Corporation et al.
• Consumer electronics: Fitbit Inc., Jawbone, Apple et al.
• Home automation: Nest Labs, Control4 et al.
• Clinical market
• Medical equipment: Boston Scientific Corporation, Medtronic et al.
INTERVIEW WITH BANDAR ANTABI
• Vice President, Head of Special Projects at
Jawbone thanks to Bill
• Focusing on the wearable technology
• 23 hrs/day usage
• To sell as accessory
• Jawbone prefers mature products for potential
partnership
apnea apnea
Detection of severe apneic episodes
SECONDS
respiration
respiration
BONUS POINTMEDICAL DEVICE FOR SLEEP APNEA?
>18 million US adults$3.4 billion medical costs$16 billion auto collision costs
SUGGESTED PATH FOR MOVING FORWARD
• To negotiate licensing opportunity with companies in two categories: consumer
market, such as Casper, and clinical market, such as Boston Scientific Corporation.
SensorBed
Consumer product
Medical equipment
FDA approval
Strengthened Consumer
product
CONCLUSION• Positive outlooks
• The sleep market is ready, in need of better way of sleep monitoring
• Make the software compatible to multiple systems
• Major hurdles
• To differentiate the product from competitors
• To work on data visualization
• Future plans
• To develop the patent into a more mature form
• To seek licensing opportunity in mattress companies
• To consider the path of medical device
ACKNOWLEDGEMENT
• Joyce Teng, Matias Rivera
• David Tylor, Bill Thatcher
• Steve Woodward
• Lius Mejia, Serena Hanes, Mary Wolf
• Joseph Koepnick, Anne Kopf-Sill